Citibikes presentation 2013 Winner of Griffin Farley's Beautiful Minds
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Transcript of Citibikes presentation 2013 Winner of Griffin Farley's Beautiful Minds
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HELLO.
We’re group ...
Daniela Madriz • Elicia Banks-Gabriel • Jonathan Wang • Mackenzie Beer • Rainbow Kirby
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We want what we want, when we want it, how we want it.
We’re New Yorkers!
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BUSINESS GOAL
Reach 100k annual Citi Bike sign ups by May 2014
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TARGET DEMOGRAPHICS
New Yorkers21-40 years oldMale & Female
Annual HHI: $35-80k College Educated
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PSYCHOGRAPHICS
They yearn to have control, independence Aspirational, starting their careers
Budget conscious, but spend on experiences
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BUT REALLY ...
Pleasure & Adventure SeekingAvoid Commitment & Ignore Risk
Desire On Own Terms
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BARRIER
New Yorkers perception of Citi Bike has prevented them from letting loose and sealing the deal
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COMMUNICATION OBJECTIVE
Change the target’s perception of Citi Bike from a typical transportation mechanism into an opportunity to maximize pleasure with minimal commitment
THE STRATEGIC IDEA
Encourage New Yorkers to embrace Citi Bikes as a lifestyle resolution
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THE MAGIC
#BikesWithBenefits
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REASONS TO BELIEVE
AffordabilityAvailability
Convenience Flexibility
Healthy ChoiceRediscover New York
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#BikesWithBenefits
Functional Emotional
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INSIGHT
Trial drives conversion
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CONNECTION MOMENTS
During the YearSummer & Fall 2013
During the DayDuring Commute
Mondays
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360 IDEA ACTIVATION#BikesWithBenefits
Media: OOH and MobileExperiential/Events
DigitalSocialWOM
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Media OOH and Mobile
MTA & Outdoor advertisementsHopStop, Yelp, Pandora
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Experiential/Events
Dock-to-dock speed datingPartnership with How About We
Webisode/TV Partnerships
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Digital
Cameras on Citi BikesBloggers share their rides
Streaming online
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Social
Join the conversation with #BikesWithBenefitsHow many Citi Bikes have you ridden?
Crosstown competition, create your own group to challenge others
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WOM
Activate current audience of 50k annual usersBuddy Pass Incentive Program
Drive conversion
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Social
Neighborhood Competition
Experiential/Events
Dock-to-Dock Dating
Digital
Streaming Video
Media: OOH and Mobile
Playful Ad Campaign
WOM
Buddy Pass
Share The Experience
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THANK YOU#BikesWithBenefits
In Memory of Griffin Farley
Thanks ToBBH • Brooke Rothman • Gautam Ramdurai